MAR 3023 MIDTERM 2 SPRING 2009 1. Prada is a high end purse manufacturer. The company noticed a recent decline in sales and gathered a team of marketers to find out how to increase their business. The marketers decided to try to appeal to men for the first time, so they created and advertised a new "Murse" (short for Man Purse"). Prada modified one of its current designs to make it more appealing for men by adding more rugged straps and special pockets to resemble a tool belt. With the help of marketing, men carrying the Prada Murse became perceived as "real men" who were tough and macho. What techniques did the marketers implement to extend Prada's brand life cycle? A. They engaged in product modification and market development . They pursued market penetration by appealing to male customers. B. They engaged in product modification and product repositioning . They pursued market penetration by discouraging female customers from buying their products. C. They engaged in product modification and product repositioning . The pursued market development by appealing to male customers. D. They engaged in product modification and product repositioning . They pursued market penetration by appealing to male customers. E. They engaged in product modification and category repositioning . They pursued market development by discouraging female customers from buying their products. 2. Kroger required that Birdseye pay $15,000 to get its new frozen stir-fry vegetable mix placed in the freezers of Kroger supermarkets. This payment is an example of a: A. Product support fee B. Retail goodwill fee C. Product development fee D. Bribe E. Slotting fee 3. The brochure for Spa Sydell has photographs of people enjoying the various spa amenities. By seeing the pictures of what is available at the spa, a customer has a better idea of what she is buying. Spa Sydell uses a brochure to help customers deal with the __________ that is associated with all services. A. Inconsistency B. Incongruity C. Inseparability D. Inventory costs E. Intangibility
4. Molly went to Disneyland for her birthday. On her way, the airlines lost Molly's luggage. When she arrived at the Disney Resort she asked the concierge, Nate, to notify her when the airline arrived with her lost luggage. Much to her surprise, Nate went one step further and gave Molly 100 "Disney Dollars" to purchase whatever she needed until her luggage arrived. Which type of service did Nate provide? A. Potential B. Core C. Augmented D. Expected E. Over the Top 5. The __________ is the unique identification number that defines an item for ordering or inventory purposes. A. Order quantity code B. Independent stock code C. Distinct stock size D. Stock keeping unit E. Universal product code 6. When a product reaches the decline stage of the product life cycle, a firm has two choices. One choice involves product deletion, where a product is dropped from a firm's product line. Another less drastic choice is
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